Chapter 22 American Express Small Business Saturday Supports Local

The Black Friday phenomenon, already a retail staple of the U.S. holiday calendar, is increasing in global popularity. However, the event is almost entirely to the benefit of large retailers who can afford to offer significant sales.

In response, American Express initiated Small Business Saturday in 2010, an event taking place on the Saturday after Thanksgiving which is designed to turn the focus on small, brick-and-mortar stores.

Amex encouraged shoppers to patronize local independent businesses through a TV and radio campaign in the U.S., offering further financial incentives to those who made purchases with Amex cards.

Correspondingly, the company also purchased advertising space on Facebook, which it offered to its own small business accounts at no extra charge.